Motiva Enterprises, LLC
3 Edgewater Drive, Suite 202
Norwood, Massachusetts 02062
Fax: 770-446-6737
Email: prromano@rnotivaenterprises.corn
______________________
| Page 4 | The Sun | Volume 4, Issue 1 |
| A Team Boston Newsletter Motiva Enterprises, LLC 3 Edgewater Drive, Suite 202 Norwood, Massachusetts 02062 Fax: 770-446-6737 ______________________ |
|
From IPOs to Management and Marketing (continued)
| approach. By inviting potential customers to respond to an e-mailed
invitation, companies gain customers’ permission to interact with them and eventually
to gather information that will help the company make a sale. The longer the potential
customer is engaged in activities with the company, the more likely it is that they
eventually will become a customer. Next Year’s "Big Ideas" But the biggest dollars will be devoted to good old-fashioned brand building. Hopes remain nigh, particularly among large corporations with global reach, that a global brand identity can be established. By the end of 2000, America Online had spent $900 million to keep its name in front of customers worldwide. Ford Motor Co. spent $10 million to air one commercial, one time on 38 different networks reaching hundreds of millions of potential customers worldwide. Boeing is spending millions not to gain the attention of potential buyers, but to persuade its own global employees that Boeing is the global aerospace company. When big splashy ad campaigns are not enough, companies will go underground. Stealth marketing is next year’s bid idea, including using increasingly sophisticated data mining tools and "educommerce," which is marketing disguised as educational opportunities. For example, an online bookstore might offer an online course in cooking. The course is free, but the course material is sprinkled with advertisements for cookbooks, cookware, specialty wines, or household products, complete with "buying opportunities." This is where the Internet will achieve its full potential as an advertising medium. Manner ads, no matter
|
how animated or interesting, are just another commercial message.
Educating consumers about interests and hobbies engages their minds and speaks to higher
order needs. When economies are good, consumers don’t need to worry about the basics
so they focus instead on what makes them feel good, smart, satisfied, spiritual or
whatever. The Web enables companies to speak to those higher order needs directly without
being condescending. It will prove very effective. Teens and "Tweens" Most Promising, Most Confounding Market Segments If you believe media and social science reports, two cohorts have all the spending power: children and the newly wealthy. Both groups are troubling targets for marketers in that they defy stereotypes. The makers of luxury cars, watches, clothing, home furnishings and consumer electronics are spending a lot of energy and money to figure out what the newly wealthy are looking for. In the spring of last year, Architectural Digest and media buyer Carat North American visited the homes of 40 subscribers under the age of 40 with million-dollar-plus homes to learn how they think and what they value. They didn’t learn much. The problem is they are as likely to shop at Cosco and Sam’s Club as they are to shop at Neiman Marcus or Lord & Taylor. They may buy a $1500 watch to make a statement about who they are, but drive around in a Volkswagen Beetle because it reminds of their youth. Labels mean little. To this cohort a T-shirt is just a T-shirt, having a designer name on it doesn’t make the shirt any better or more useful.
|
| Team Boston Home | The Sun Index | Page 1 | Page 2 | Page 3 | Page 4 | |
